营销管理

PrefaceAbout the AuthorAcknowledgmentsPart I Market Orientation and Performance Chapter 1 Customer Focus and Managing Customer Loyalty Customer Focus and Profitability How to Underwhelm Customers and Shareholders Customer Staisfaction:A Key Marketing Performance Metric A Wide-Angle View of Customer Satisfaction De-Averaging Customer Satisfaction and Customer Profitability Profit Impact of Customer Dissatisfaction…… Chapter 2 Marketing Performance and Marketing ProfitabilityPart II Market Analysis Chapter 3 Market Potential,Market demand,and Market Share

PrefaceAbout the AuthorAcknowledgmentsPart I Market Orientation and Performance Chapter 1 Customer Focus and Managing Customer Loyalty Customer Focus and Profitability How to Underwhelm Customers and Shareholders Customer Staisfaction:A Key Marketing Performance Metric A Wide-Angle View of Customer Satisfaction De-Averaging Customer Satisfaction and Customer Profitability Profit Impact of Customer Dissatisfaction…… Chapter 2 Marketing Performance and Marketing ProfitabilityPart II Market Analysis Chapter 3 Market Potential,Market demand,and Market Share Chapter 4 Customer Analysis and Value Creation Chapter 5 Market Segmentation and Customer Relationship Marketing Chapter 6 Competitor Analysis and Sources of AdvantagePart III marketing Mix Strategies Chapter 7 Product Positioning,Branding,and Product-Line Strategies Chapter 8 Market-Based Pricing and Pricing Strategies Chapter 9 Marketing Channels and E-Marketing Chapter 10 Marketing Communications and Customer ResponsePart IV Strategic Marketing Chapter 11 Strategic Market Planning Chapter 12 Offensive Strategies Chapter 13 Defensive StrategiesPart V marketing Plans and Performance Chapter 14 Building a Marketing Plan Chapter 15 Performance Metrics and Strategy Implementation Chapter 16 Market-Based Management and Financial PerformanceGlossaryCreditsIndes

这本突破性的图书提供了在当今的商业环境中运用市场驱动战略所需要的工具和过程。RogerJ.Best的这本书被证明是一本令人耳目一新的替代品——替代了许多理论性的概念性为中心的营销学书籍，因为本书是建立在绩效导向和学以致用的理念之上的。全书不仅有助于读者对市场营销学理论和知识有一个全面而系统的了解，而且提供了一套市场营销的实用工具，尤其受到了专业人士的欢迎。